Global Business Today 8th Edition by Charles Hill

Exercise 30

You are the international manager of a U.S. business that has just developed a revolutionary new personal computer that can perform the same functions as existing PCs but costs only half as much to manufacture. Several patents protect the unique design of this computer. Your CEO has asked you to formulate a recom­mendation for how to expand into Western Europe. Your options are (a) to export from the United States, (b) to license a European firm to manufacture and market the computer in Europe, or (c) to set up a wholly owned subsid­iary in Europe. Evaluate the pros and cons of each alternative and suggest a course of action to your CEO.